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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Ilmiah Edunomika (JIE) International Journal of Regional Innovation
Mahrinasari MS
Universitas Lampung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Innovating Brand Image: Mediating The Impact of Social Media Advertising Content and Social Media Sales Promotion Content on Behavioral Intentions for Clothing Distros in Bandar Lampung (A Study on Otsky Store Distro Products, Lampung) Tinezia Sri Cendani; Mahrinasari MS; Mudji Rachmat Ramelan
International Journal of Regional Innovation Vol. 3 No. 4 (2023): International Journal of Regional Innovation
Publisher : Inovbook Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52000/ijori.v3i4.90

Abstract

The development of the business sector in MSMEs in the fashion sector has become widespread in society. The Otsky Store is one of the MSMEs in the fashion sector which is famous for its good quality t-shirts on the market. This study will analyze the effect of the influence of social media advertising and social media sales promotion content with brand image as a mediating variable on behavioral intention for Clothing Distro Otsky Store. By doing branding on social media platforms which are very influential due to using a content. Brand Image is needed as a mediating role in this research. This research is to test the positive and significant values of the variables. The method in this research uses quantitative descriptive. In this study using descriptive analysis that measures dominant indicators and weak indicators to draw conclusions and provide advice on the object being examined using PLS. The results of this research produced 121 respondents, the hypothesis value and the role of mediation were accepted with a p value <0.05 so the value was positive and significant for the variable. The mediation results revealed the significant role of brand image in explaining the relationship between social media advertising content, social media sales promotion content and behavioural intention.
Revisit Intention Framework: Is It Real that Cultural Contact and Destination Attractiveness Can Have Direct Impact? Meidarina Yunfin; Echo Perdana Kusumah; Mahrinasari MS; Reniati Reniati
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 10 No 2 (2023): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v10i2.36478

Abstract

This study uses survey responses from 321 Indonesian tourists to examine the connection between cultural contact, destination attractiveness, visitor satisfaction, and the likelihood of a revisit intention to Himpang Lime Habang in the South Bangka regency of the Bangka Belitung province, Indonesia. Two significant findings from this investigation were obtained using Partial Least Squares-Structural Equation Modeling methods. The first finding is the correlation between satisfaction and the likelihood of future visits. Furthermore, a visitor's desire to return is unaffected by the attractiveness of a destination or the amount of cultural contact they have. Even though exposure to local culture and a destination's natural beauty can considerably enhance a visitor's experience, they have little bearing on whether or not someone will return.
GREENWASHING: INFLUENCE ON THE DEVELOPMENT AND SUSTAINABILITY OF TOURISM IN INDONESIA Khil Wailmi; Mahrinasari MS; Ayi Ahadiyat
JURNAL ILMIAH EDUNOMIKA Vol 8, No 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.12790

Abstract

This research aims to determine (1) the influence of greenwashing on the image of tourism in Indonesia; (2) the influence of greenwashing on green consumer confusion in Indonesia, and (3) the influence of greenwashing on the development and sustainability of Indonesian tourism. This research is qualitative-descriptive research. The results of this research show that (1) Greenwashing practices have a negative effect on the image of tourism. Greenwashing practices represent inappropriate environmentally friendly claims that can create wrong perceptions about tourism and damage market demand; (2) Greenwashing practices negatively influence green consumer confusion. Tourists are confused when tourism destinations under the auspices of tourism stakeholders make environmentally friendly claims which turn out to be just marketing tactics, this slows down the movement towards sustainable consumption in the tourism industry; and (3) Greenwashing practices negatively influence the development and sustainability of tourism in Indonesia. The greenwashing phenomenon has been found in several cases in Indonesia, for example the practice of greenwashing by drinking water companies as a tourism requirement which claims to be environmentally friendly but does not match the facts on the ground. This can hinder the development and sustainability of Indonesian tourism.
Co-Authors Ayi Ahadiyat Echo Perdana Kusumah Khil Wailmi Meidarina Yunfin Ramelan, Mudji Rachmat Reniati Reniati Tinezia Sri Cendani